Virality, Rumors, and Lies: U.S. Federal Agencies Emulate Trump’s Social Media Tactics
The Evolving Social Media Landscape in U.S. Politics
In the age of social media, the communication strategies of political leaders and government agencies have transformed dramatically. This article explores the shift in tone and tactics among U.S. officials, especially during Donald Trump’s presidency, and the implications for democracy in America.
From Caution to Provocation
When Donald Trump utilized Twitter during his first term, his incendiary posts starkly contrasted with the cautious approach typically adopted by federal agencies. For instance, in January 2017, following scrutiny of an executive order, the Department of Homeland Security (DHS) stated: “We are & will remain in compliance with judicial orders. We are & will continue to enforce @POTUS’s EO humanely and with professionalism.” In contrast, Trump tweeted, “The FAKE NEWS media…is the enemy of the American People!”
Today, there is little distinction between the fiery rhetoric of Trump’s communications and the more aggressive social media presence of agencies like Immigration and Customs Enforcement (ICE), which now employs memes and videos to promote its deportation efforts. This shift intensifies the public discourse around critical issues, leading to increased polarization.
Federal Agencies as New Propaganda Arms
Experts argue that the current approach of federal agencies, characterized by provocative and often humorous posts, aligns with Trump’s political strategy and fuels public outrage. Ramesh Srinivasan, a professor at UCLA, notes that these agencies have shifted from traditionally neutral messaging to crafting content that is designed to polarize and misinform the public.
Recent social media posts exemplify this trend, such as the defense secretary’s provocative imagery and the White House’s ASMR-themed video featuring the sounds of deportation. One DHS post proclaimed, “YOU’RE GOING HO HO HOME,” embracing a holiday theme that juxtaposed festive imagery with militarized visuals.
Political Rhetoric and Social Media’s Role
The tactics employed by U.S. agencies now resemble propaganda campaigns often witnessed in authoritarian regimes. For instance, the rhetoric used during the Rwandan genocide has similarities to the polarizing language utilized in current political discourse, pushing narratives that dehumanize targeted groups. As Srinivasan explains, social media offers unique capabilities to engage users psychologically, amplifying harmful narratives.
ICE’s recent initiatives, including the launch of a website titled “ARRESTED: WORST OF THE WORST,” raise concerns that they disproportionately affect individuals without serious criminal backgrounds. This contributes to a public perception that may increase acceptance of dehumanizing actions against immigrants, including violence.
The Impact of Rage Baiting on Public Opinion
Furthermore, the strategic use of “rage bait” on social media serves to energize Trump’s base while alienating dissenters. Joan Donovan, a Boston University professor, explains that this tactic not only drives media coverage but also tends to reinforce the administration’s agenda by generating shock value that captures public attention.
However, this approach can dishearten those opposed to such actions, leaving them feeling marginalized and powerless. As they encounter increasingly inflammatory content, many may question how they can effect change against a seemingly overpowering government.
Criticism of Social Media Practices
Some advocates have voiced strong objections to the use of holiday themes in political messaging. Jeremy Weitz, of the Catholic Legal Immigration Network, expressed concern that co-opting the Christmas season for anti-immigrant rhetoric undermines Christian values of compassion and refuge. In response, DHS has defended its social media strategies, claiming they are essential for transparency in government policy.
Additionally, this stark contrast in social media strategies reveals differing norms regarding political discourse. While the U.S. embraces this provocative style, countries like Germany and those in the EU impose stricter regulations against hate speech and require transparency from tech companies regarding political advertisements.
